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The value of infographics in marketing and which style you should use for your business


Infographics are a nifty tool used by digital marketers to help share content, while increasing reader engagement. What was once a powerful tool has now become essential to any marketing strategy. A successful infographic achieves far more than simply depicting information: it can transmit a complex narrative in simple visual terms to a broad range of audiences, in both creative and visually engaging ways.

Infographics grab the audience’s attention and provide a ‘cheat sheet’ of information, however, for this content to be best represented and communicated, the right infographic design for the purpose needs to be chosen.

The following, is a list of the 7 most common infographic styles, and what they are best used for:

The Data Visualisation

The data visualisation infographic is probably what you would think of, when visualising an infographic. It communicates data through charts, graphs and design. It helps make facts and stats easier to absorb, or depicts complicated information in an easier manner.

The List

This type of infographic, supports a claim through a series of steps. In essence, it is a list of information surrounding one topic, meaning that it is best used to support a specific claim or argument.

The Map

The map is used to compare places, cultures or even people, using setting-centric data. In other words, the content is depicted based on location and demographics.

The Comparison

This infographic compares two things in a parallel, either to be used to highlight the differences between two similar things; or to highlight the similarities between two different things. Often, it is used to prove one option as superior.

The Visual Article

For use in articles, this infographic helps to cut down on text and make an article more interesting and visually engaging. The imagery directly supports the text, and isn’t meant to be stand-alone content.

The Timeline

The timeline uses a chronological flow to tell a story. In most cases, this infographic is used to highlight changes which have occurred over time, or to show how one thing leads to another. Whereas the Map which is based on location, the Timeline is based on time.

The Flowchart

The Flowchart, also known as the Process infographic, refers to an information stream. It is set up to depict the process flow for a logistic sequence, while allowing for audience interaction. It provides specific, personalised answers to reader choices.

Emily May Jowett is a project manager and business development executive at Visual Metrics, a digital strategy, design and technology consulting firm that creates beautiful design solutions to explain complex ideas and processes. She writes about marketing strategies, and the benefits of data visualisation.

Emily May Jowett

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